In 2025, there are an estimated 5.56 billion internet users worldwide. Trends on social media spread like wildfire, so whether you’re scrolling your own personal feeds or creating content on behalf of a brand, chances are you’ve seen and used the popular platforms, types of content, and features we’ve outlined below.
We took a closer look at the state of the social media landscape to see what is trending today. Keep reading to see our deep dive into current social media trends and what we think will continue in 2025.
1. Short-form video has been and still is key
Though short-form content dates back to 2013 when Vine was the latest platform, it’s continued to dominate the social media scene throughout the last decade… and it’s not going anywhere yet. From TikTok to Instagram Reels to YouTube Shorts, short-form content continues to evolve amongst social media platforms. Even with platforms like Instagram allowing creators to post longer reels, they still can’t go longer than three minutes. Plus, there are many reasons why creators like to make short-form content, and consumers prefer to engage with it:
- It takes less time to create and can be more relevant to current trends, memes, sounds, or news.
- It allows creators to be more consistent and post more frequently.
- It’s more accessible to viewers and rarely requires a subscription, unlike some long-form content options.
- It’s a more engaging option for those with a shorter attention span, especially regarding advertisements or product placement.
- There’s increased shareability with short-term content. It’s a simple click of a button in-app to send a video you want someone to see on the platform versus having to track down the link of a long-form video and determine the best way to send it off.
While long-form content won’t disappear completely, it’s clear that it will face a decline in the social media space in years to come as platforms continue to cater to short-form content through the development of new features.
2. The rise of user-generated content (UGC)
Do you remember in 2020 during the COVID-19 pandemic, when there was nothing to do but stay inside and learn the newest TikTok dance? At this time, many turned to social media as an escape, whether by consuming or creating content, thus producing a rise in User-Generated Content (UGC), or original, brand-specific content created by consumers and not by the brand itself.
UGC has become more than a trend or buzzword five years later. It is a way for brands to build community with their followers and push out authentic and original content, whether it’s through social media, video, or blogs. Social media users are more likely to trust a fellow customer or peer than the brand itself, leading more brands than ever to lean into UGC.
About 60% of consumers agree that UGC is the most authentic way brands can market themselves and social media campaigns that include UGC see 50% higher engagement. It is also cost-effective for brands to receive visibility and positive testimonials.
In 2025, brands using UGC see 29% more web conversions than campaigns without UGC. Throughout the year, it will continue to shape how we engage with brands on social media, influence purchases, and increase trust in brand content.
3. You want me to download ANOTHER social media app?
This would not be a social media trends blog if we didn’t discuss the social media apps gaining users, and which ones are losing their mojo a bit.
It’s no secret that users are flocking away (pun intended) from X (formerly known as Twitter), as it has steadily lost 8.83% of its monthly active users since Elon Musk’s acquisition in 2022. Users are seeking an alternative platform, such as Meta’s Threads or BlueSky.
Amassing 1 million users within the first hour of launching, since July 2023, Threads has grown to more than 210 million monthly active users, as of January 2025. Though the platform hasn’t seen a significant increase in users beyond 200 million, it maintains a solid base of daily active users, ranging from 10 to 15 million each day.
Created in 2019 by Jack Dorsey (former Twitter CEO) and publicly launched in February 2024, Bluesky has been patiently waiting for its chance to shine as an alternative to X. As of January 2025, the app has 27.44 million users, with around 3.5 million daily active users.
Outside the world of X and its competitors, another central social media platform faced declining users earlier this year… but only because people thought it was getting banned. Due to a Supreme Court ruling, the popular video-sharing app TikTok was unavailable for use or download in the United States as of January 18, 2025.
Now, the ban may have only lasted 14 hours, and users who didn’t delete the app were able to return to their regularly scheduled scrolling. But for users who did (and couldn’t redownload due to its removal in the app store) the panic and heartbreak were enough to push them to another app – RedNote, a Chinese social media app and TikTok alternative that surged to the top of the app store.
On February 14, 2025, TikTok returned to the app store, and many could redownload the beloved app back onto their devices. It is uncertain what the future holds for TikTok, but it wouldn’t be surprising to see additional alternatives in the coming months.
Whether you frequently continue to use the “original” apps like X or TikTok or have migrated over to competitors such as Threads or RedNote, navigating the crowd of existing platforms can be overwhelming. Continue to research and use the platforms that feel right for you.
4. Social media + AI = 🤝
It seems as though no matter where you turn these days, AI is working its way into every platform, app, or software. According to Forbes, AI tools help enhance features of social media platforms and lead social media activities at scale across a number of use cases, including text and visual content creation, social media monitoring, ad management, influencer research, brand awareness campaigns, and more.
For starters, Open AI’s ChatGPT has changed how social media content creators develop clever conversational captions or ideas for new, innovative content. Even platforms like HubSpot and LinkedIn (premium users only) offer an option to ask AI for help before plugging in your own content.
While AI and social media go hand in hand to improve algorithms and provide better user experiences, like any new development, there can be limitations or concerns. For example, will AI ever get to a point where it completely takes over social media jobs in the future by automating human tasks?
It will take a long time to reach that point (if ever), but for now, the use of AI through social media will continue to reach new heights.
5. Shop ‘til you drop… on social media
While many turn to online shopping to avoid leaving the house and going to a store in person, it becomes even easier with the rise of social media commerce. Forget getting out your computer. Storefronts like Facebook Marketplace, Instagram stores, and TikTok Shop make purchases more accessible from your phone with apps you’re likely browsing daily. In 2025, 24% of social shoppers say they’re most likely to make a purchase on Facebook. Instagram ranks second at 20% while TikTok is third at 13%.
With a plethora of benefits, it’s safe to say that social media shopping is here to stay and by 2026, 24% of retail purchases are expected to take place online. From a wide range of products to competitive pricing, and the sheer convenience, it’s an efficient way to shop and interact with the businesses and brands you love. What social media platform do you think will introduce shopping next?
6. LinkedIn is more popular than ever
Did you know that LinkedIn launched over 20 years ago? The employment-focused social media platform built for networking, business connections, and job searching, LinkedIn is often overlooked when it comes to thinking about traditional social media, despite having over 1.15 billion members worldwide.
The platform continues to evolve based on users’ needs and has launched many new features over the last few years. So far in 2025, LinkedIn has released updated requirements for Top Voice badge holders. Going forward, those who earn the badge will have it for a default period of six months and can extend it based on sharing valuable insights.
In addition to new features, the platform has become increasingly popular for users to find jobs and land them. Seven people are hired through LinkedIn every minute! As LinkedIn continues implementing new features and developing ways to keep their users active, we’ll see if this growth will rise even more in 2025.
7. The expansion of social audio and podcasting
If you haven’t tuned into audio-based platforms yet, it’s time. Social audio—once mainly restricted to apps like Clubhouse—has gained momentum across multiple social platforms, such as Twitter Spaces and LinkedIn Audio Events, allowing for real-time conversations with audiences.
In 2025, we’ll see a steady rise of social audio as it moves beyond just conversations, becoming a thriving channel for networking, collaboration, and even business presentations. Don’t be surprised if social platforms integrate social audio even further into feeds and notifications.
Additionally, podcasts are no longer just for private listening; social podcasting is taking things up a notch in 2025. Platforms like Spotify, Instagram, and YouTube have already given users new ways to engage with podcasts directly on their feeds. According to industry reports, global podcast listenership is expected to surpass 500 million monthly active users in 2025. You can expect to see an increase in live podcasting sessions where audiences can tune in and engage, comment, and share their thoughts instantly during the show.
With brands investing in social audio and podcasting, and more social networks capitalizing on audio formats, we expect 2025 to be a year of diverse and dynamic audio-based experiences.
8. Micro-influencers continue their rise
While big-name influencers grabbed the spotlight in previous years, 2025 is shaping up to be the year of the micro-influencer, or those with follower counts ranging from 1,000 to 100,000. With smaller but highly engaged audiences, these influencers are getting more attention from brands who see more authentic connections as key to marketing success. Their niches, tighter following, and more substantial influence in specific industries have caused more brands to shift towards them, and here’s why:
- They tend to have better engagement rates compared to their macro counterparts.
- They often build real communities with their followers, creating more trust.
- Brands can tap into highly niche audiences, leading to higher conversion rates.
Ultimately, micro-influencers know how to build loyalty. Brands enjoyed an average increase of 2.5x in customer retention when collaborating with micro-influencers. As micro-influencers grow, don’t expect the trend to reverse anytime soon.
9. Augmented Reality (AR) takes center stage
Augmented Reality pushes boundaries, and social media platforms are riding the wave. With advancements in AR technologies, we’re starting to see these features embedded within Instagram filters, Snapchat lenses, and Facebook’s AR Shopping. The idea is to give users a more immersive experience while interacting with brands, products, and even try before buying. According to Statista, the global AR market is expected to grow from $39 billion in 2023 to over $114 billion by 2027.
This kind of technology won’t just be for fun filters; expect businesses to leverage AR for storytelling, enhanced shopping experiences, and more. As AR evolves, platforms will continue introducing new ways for brands and creators to experiment with this trend to create richer, more memorable user experiences.
10. Nostalgia marketing: bringing the past into the present
Nostalgia is powerful; we see it all over our social feeds. As we continue to move through the tech-driven landscape, content that taps into a sense of nostalgia is a surefire way to resonate with audiences. Forbes reported that 80% of millennials and Gen Z consumers seek brands that resonate with their nostalgia.
Whether through 90s-inspired aesthetics or campaigns reviving old-school commercials, nostalgia-based content evokes powerful emotional connections with people. Here’s why it works:
- It connects with audiences personally, reminding them of simpler, more nostalgic times.
- The familiarity of retro products or aesthetics creates an instant, unspoken bond.
- Nostalgia tends to spark organic conversations and engagement, encouraging the sharing of fond memories.
Look out for more brands embracing old-school creativity in their digital strategies.
11. Trending memes & GIFS
Memes and GIFs are the lifeblood of internet humor, and their presence on social media isn’t slowing down in 2025. These cultural snapshots bring relatable comedy and wit to everyday conversations, helping users connect through shared humor. Memes often adapt to pop culture or current events within hours, while GIFs deliver quick, expressive reactions that just words can’t capture.
Brands are increasingly tapping into this trend to showcase their playful side, using memes and GIFs to humanize their content and engage with audiences in more informal, fun ways. And, given their public domain, using memes in social and marketing content doesn’t cost brands a thing, making it an affordable, yet practical marketing tactic.
In 2025, expect the trend to continue as platforms optimize for visual content and audiences keep craving that moment of comic relief in their feeds.
Need help keeping up with current social media trends?
Social media platforms and features are constantly evolving, new apps are continuously hitting the market, and the internet will always serve as a space for people to discuss or join in on the latest trend. What will be in next year? What will flop? Only time will tell and we’ll be back to take another look.
In the meantime, if you have any questions or need help with your social media channels, you can check out what Castle offers here.
